Lending

How to Engage Your Customers About the Fed Rate Cuts

5 mins read
November 18, 2024
By
Mike Waterston

The Fed rate cuts that hopeful homebuyers were waiting for are finally starting to materialize. Yet, mortgage rates haven’t immediately fallen. In fact, mortgage rates ticked up a bit in October after the first rate cut in September.

Homebuyers are anxiously wondering what’s going on—and what’s coming next. This presents a huge opportunity to earn their trust by providing education, guidance, and insights into what they can expect from the housing market in the coming months.  

Mortgage lenders and loan officers (LOs) need to engage potential homebuyers to help them understand the complex dynamics and nuances of our industry. They need to help them feel (at least a little) more comfortable with what to expect. Earning their trust today will help lock in their business when they do make a mortgage-related decision—whether it’s their first home purchase, an upsize or downsize, or a long-awaited refinance.

Borrowers and homeowners want an expert they can rely on to answer their questions and offer guidance on the complicated mortgage market. Loan officers need to be able to speak as this kind of expert authority on factors influencing mortgage rates, as well as the broader housing market.  

This blog will cover:

Explaining the “Fed rate”?

While this might be “Mortgage 101” to you, most people only have a general understanding that the “Fed rate” is important in shaping the interest rates that consumers see on mortgages and other loans. So, it can be helpful to provide your customers with a broader definition and discussion of what the “Fed rate” is, and how the Federal Reserve thinks about its decisions to raise or lower that rate.

The “Fed rate” is the federal funds rate—the interest rate at which banks lend money to each other overnight to meet reserve requirements set by the Federal Reserve (the U.S. central bank). The Fed rate is one of the Federal Reserve’s only tools for fulfilling its “dual mandate” of maintaining stable inflation and maximizing employment.  

By lowering the rate, the Fed can stimulate borrowing, spending, and hiring during economic slowdowns, boosting employment. Conversely, by raising the rate, the Fed can cool down excessive borrowing and spending, helping to control inflation when the economy is overheated.  

But this is a delicate and extraordinarily difficult balance to achieve. The Fed rate is an admittedly “blunt” tool for influencing economic stability. And Fed rate changes have an infamous “long and variable lag,” meaning the impacts take months to play out.

Why Fed rates don’t directly drive mortgage rates

The Fed’s decision to cut rates in September and November 2024 undoubtedly included hopes of easing the unprecedented tension in the housing market. But there are several reasons why mortgage rates aren’t following Fed rates on a linear basis:

The mortgage market already priced in initial Fed rate cuts

The Fed began signaling its intention to cut rates way back in December 2023. Experts debated the timing and size of those cuts through most of 2024, but the sense of inevitability only grew stronger—peaking in August as evidenced by some anticipating emergency rate cuts and others predicting a massive .75% cut.

Many mortgage lenders took calculated risks by lowering their rates in advance of a likely Fed rate cut. The goal was to capture constrained homebuying demand by being among the first to lower their rates. By the time the Fed rate cuts were announced on September 18, most lenders had already priced in that initial .5% drop.

In other words, the mortgage market does not always respond to the federal funds, but rather anticipates where that rate is headed in the near future. This naturally leads to the other two macroeconomic factors that have actually pushed mortgage rates higher since the Fed’s September rate cut.

Employment data indicates a strong economy

Jobs reports in the U.S. continue to exceed expectations, signaling broader economic strength. This strong job market persists in spite of geopolitical and macroeconomic headwinds and in defiance of both historic norms and expert-predicted slowing.

Mortgage lenders look at employment data as a sign of where demand will be in the coming months. A strong economy puts no pressure on lenders to lower mortgage rates. Moreover, employment data is also a reliable indicator of what the Fed will do with its rates in the coming months. If the job market remains hot, the Fed may hold off on additional rate cuts (and rate hikes may even re-enter the conversation).

Inflation has stagnated

We’ve come a long way from the surging inflation we saw 18 months ago. Inflation now sits relatively close to the Fed’s 2% target. But experts always warned the “final mile” would be the most challenging.  

The mortgage market looks at inflation as a signal of what the Fed will do next. Fed officials made it clear throughout 2024 that they’re anxious about easing up too early—and they’re firm on their 2% target. So, stubborn inflation may contribute to a decision to hold off on further rate cuts in the near future.

Demand remains low in the mortgage-backed securities market

Mortgage lenders view mortgages as financial products and one of the main ways they realize value on these products is through the sale of mortgage-backed securities (MBS).  

As a result, mortgage rates can be heavily influenced by investor demand for MBS: When MBS are in high demand, lenders can realize higher yields. So, they’re incentivized to lower mortgage rates to drive mortgage volume and capture those higher yields.

Right now, inflation and other factors (even lingering effects from the 2008 housing crisis) are keeping demand for MBS relatively low. So, the MBS is not putting any downward pressure on mortgage rates.

What to watch: 10-year Treasury yields signal mortgage rates

Admittedly, the four factors above are just part of what’s influencing mortgage rates. The complex interplay of various factors is hard for even experts to untangle and reliably predict.

The best advice you can give homebuyers wondering where mortgage rates are headed: Watch the Fed’s 10-year Treasury yields. This figure provides a reliable shortcut to anticipating mortgage rates, rather than trying to calculate the relative influence of various macroeconomic factors on their own.

That’s because mortgages are long-term investments. So, the mortgage market values long-term indicators over short-term signals. The federal funds rate is considered a short-term rate (for the aforementioned overnight borrowing between banks). But the 10-year Treasury yield is one of the most reliable long-term indicators. It incorporates investor sentiment about future economic strength, global economic trends, and inflation expectations.

Right now, 10-year Treasury yields remain high by historic standards. After peaking in late 2023, they hit a recent low in mid-2024 and climbed back up in recent weeks. We’ve seen mortgage rates take a very similar path over the last year.

How education now can build loyalty for later

Loan officers are likely frustrated that long-awaited rate cuts haven’t resulted in a massive surge in homebuying. And they’re certainly not excited to see mortgage rates ticking up recently. But these pains his potential homebuyers even harder.

The best strategy at the moment is to lean into an empathetic approach: Recognize that homebuyers are feeling even more frustrated and confused by the mortgage market. This presents a tremendous opportunity to meet homebuyers where they’re at—engaging them with helpful education on what’s happening in the mortgage market right now.

Providing this much-needed support and guidance around how and when the Fed rate will impact mortgage interest rates can build invaluable trust and sow the seeds for long-term loyalty. So, when the time is right, you’ll be their first call.  

How Will the Federal Reserve’s Interest Rate Cuts Impact Lenders?

Hear what Total Expert Founder & CEO Joe Welu and Chief Lending Officer Dan Catinella think lenders and loan officers can expect if rates continue to drop on the Expert Insights Podcast >

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In this conversation with HousingWire’s Allison LaForgia, Total Expert Founder & CEO Joe Welu outlined how the company’s evolution to Customer IQ is reshaping the way lenders engage borrowers and drive growth.

"We just announced Customer IQ as this next evolution of our platform,” Welu said. “Taking what we built with Customer Intelligence . . . and we’ve reimagined it for the AI revolution, what we call this 'agentic lending opportunity.'"

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The Reputation Playbook for Lenders Who Want to Grow in the AI Era

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Meet the Partner: Birdeye

Birdeye is the #1 Agentic Marketing Platform for multi-location brands. Financial institutions use Birdeye to manage their online presence, collect and respond to customer reviews, monitor local listings, and turn customer feedback into actionable growth intelligence. Birdeye’s platform unifies the marketing stack to help lenders, banks, and credit unions build trust at scale—branch by branch, advisor by advisor—so every part of the organization is earning customer confidence before, during, and after the relationship begins.

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For most financial institutions, the customer relationship begins when someone fills out an application, walks into a branch, or picks up the phone. But that’s not when your customer’s journey begins.

Long before a borrower reaches out, they’ve already started forming an opinion about you, your competitors, realtors, and the mortgage industry in general. They’ve searched for lenders in their area, read reviews, seen the news, and talked to family, friends, and coworkers. They’ve probably even asked Claude or ChatGPT to compare rates from local banks and credit unions. They’ve scanned branch listings, looked at star ratings, and made a shortlist of their top choices. They’ve done a lot. And all without ever speaking to a single person on your team.

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The shift happening right now in borrower discovery

Borrower behavior has changed in ways that most financial institutions haven’t fully caught up with yet. For a long time, reputations in financial services were built through branch relationships, local presence, referrals, and personal trust. Those things still matter but, today, trust is often built or lost before a borrower ever speaks to a loan officer, banker, or advisor.

A borrower may first meet your brand through a Google search, an online review, a branch listing, a social post, or an AI-generated answer. They may ask AI platforms which lender is best for first-time homebuyers, which credit union has the best service, or which local bank is easiest to work with. In that moment, your reputation isn’t just what your brand says. It’s what the digital ecosystem can find, understand, and validate about you.

The data backs this up. Birdeye’s State of Online Reviews 2026 report found that review volume grew 30.7% year over year in 2025, with Google capturing nearly 80% of all reviews. Meanwhile, McKinsey describes AI-powered search as the “new front door to the internet,” with research showing that half of consumers already use AI-powered search and that AI search could influence $750 billion in revenue by 2028.

For financial institutions, this matters because trust is a product you can’t put a price on. People are making decisions about homes, savings, credit, and their financial future. If your branch information is inaccurate, your reviews are negative or outdated, or customer feedback goes unanswered; you may lose the borrower before the relationship even starts.

What Birdeye does and why it matters for financial institutions

Birdeye replaces fragmented point tools with one full-cycle platform. Instead of forcing small teams to manually update data, custom AI agents execute marketing playbooks autonomously across hundreds of locations. For financial institutions, it helps manage the full digital presence of every branch, advisor, and location—at scale.

In practical terms, that means:

  • Keeping branch and location data accurate and consistent across every major listing platform and search engine
  • Collecting customer feedback and reviews at key moments in the borrower journey
  • Monitoring and responding to reviews across Google and other platforms—quickly and at scale
  • Surfacing customer experience signals by branch, loan officer, product line, or market so teams can identify where trust is strong and where it’s breaking down
  • Building the content, consistency, and credibility signals that AI-driven answer engines use to recommend businesses to consumers

Birdeye’s State of AI Search 2026 report found that in an analysis of ChatGPT, Gemini, and Perplexity, 80% of brands were cited at least once in AI-generated answers—but only 15% held the top citation position with their own owned domain. AI search rewards clarity, structure, and consistency. The financial institutions that win in AI-driven discovery will be the ones with the most trusted, complete, and credible local footprint.

That’s exactly what Birdeye is built to create.

How Total Expert and Birdeye work together

Most financial institutions don’t have a data problem. They have a connection problem.

Customer signals are everywhere: CRM records, reviews, surveys, branch interactions, loan officer conversations, and servicing feedback. The issue is that these signals often sit in separate systems. So, by the time a team sees the pattern, the moment to act has already passed.

Total Expert helps financial institutions manage customer engagement and relationship journeys. Birdeye helps them capture feedback, manage reputation, improve local visibility, and turn customer signals into action. Together, they connect the relationship layer with the reputation and experience layer—so the intelligence flows in both directions.

Here’s how the integration works in practice:

  • Lenders can request feedback from borrowers at important moments in the relationship journey—after an application, closing, branch visit, or servicing interaction
  • Survey responses and customer experience scores from Birdeye can flow back into Total Expert, giving relationship teams visibility into how borrowers are feeling inside the systems they already use every day
  • A positive review can strengthen local visibility and reinforce trust in that branch or advisor’s digital presence
  • A negative review or recurring complaint can trigger service recovery or escalation—before it becomes a bigger problem
  • Patterns in feedback data can become operational priorities, helping regional or branch leaders identify where the experience is breaking down and course-correct quickly

This is the shift financial institutions need to make: feedback shouldn’t sit in a dashboard. It should move into the daily workflow of the business.

From reactive to proactive: the future of experience-driven growth

The traditional model of reputation management was reactive. A customer leaves a review. Someone responds. A report gets created. Maybe a trend reaches leadership weeks later.

That model is too slow for how borrowers make decisions today.

PwC’s 2025 Customer Experience Survey found that 52% of consumers stopped using or buying from a brand after a bad product or service experience, and 29% stopped because of poor customer experience online or in person. Experience isn’t a soft metric. It directly affects loyalty and growth.

Together, Total Expert and Birdeye give financial institutions the tools to move earlier and act faster. AI can help teams listen at scale—bringing together signals from reviews, surveys, social channels, listings, and CRM systems. It can help teams act faster by identifying urgent issues, drafting responses, routing follow-ups, and giving branch and regional leaders clear next steps. And it can help leaders see what’s working: which branches are earning the strongest trust, which loan officers are creating the best borrower experience, and which themes are driving referrals and conversion.

This is where reputation management becomes something bigger: experience-driven growth.

Accessible through the Expert Partner Network

For Total Expert customers, accessing Birdeye is straightforward through the Expert Partner Network—the same ecosystem where lenders can access a range of integrated tools and services designed to support every stage of the borrower journey.

Instead of standing up a new workflow or managing a separate vendor relationship, Birdeye’s capabilities become part of how your team already operates. The feedback loop between Birdeye and Total Expert means your relationship data gets smarter over time, your team sees the signals they need in the right context, and your borrowers experience a more consistent, responsive institution at every touchpoint.

The lenders who win will earn trust before the first conversation

Winning in today’s market isn’t just about having the best rates or the most loan products. It’s about being the institution borrowers find, trust, and choose—often before they ever pick up the phone.

The financial institutions that get ahead will be the ones treating reputation as an operating signal rather than a marketing metric. They’ll use customer feedback as real-time intelligence. They’ll build the kind of consistent, trusted digital presence that earns borrowers in a world where AI is increasingly answering the question, “Who should I work with?”

That’s what Total Expert and Birdeye make possible—together.

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